One of our favorite assessors of corporate behavior, Professor Jeffrey Sonnenfeld, wrote in Fortune about what CEOs are doing and should do about their affiliation with the NRA. He correctly sees it as only secondarily about “corporate citizenship.” Primarily, it is about their brand. He compares it to the CEOs who quit President Trump’s advisory committee after he refused to condemn the Nazis and KKK.

Several fast-acting companies have severed ties with the NRA, but is addressing such a problem the role of business?

PP>…Instead of fearing boycotts for snubbing the gun lobby, many business leaders now fear the opposite backlash, as those with continuing NRA ties are showcased by public safety advocates. And 66% of consumers believe it is important for brands to address socio-political issues like gun control. Nonprofits are taking to social media to encourage media and tech companies to block NRA ads. #BoycottNRA was the number one trending topic on Twitter Friday in the United States.

Akin to the business leadership response to Merck’s Frazier, the cracks in the dam spread slowly at first, and then there is a groundswell. Many corporate leaders are earning the business the old-fashioned way.